In the past, simple advertising signs were put on the walls and roofs of buildings. Later giant vinyl banners covered those walls. In the third millennium, the LED industry, with the most up-to-date technology has broken through the limits of media and architecture and has created an impressive media environment using architectural outdoor video design for buildings. LED screens can cover the whole building and demonstrate various images and videos, animating its whole surface. Cutting edge technology makes it possible to design and produce LED solutions which let sunlight, sound and wind pass through the semi-transparent display. Video screens pulled on the building like a skin are the new tool, which gives architects, designers and advertising agencies an opportunity to capture animated corporate style and modern video art on huge outside building surfaces.

Having the front part of a building covered with a LED screen is a breakthrough for both architects and advertisers. Plasticity of LED display solutions has predetermined their use as an architectural covering. Programmed video and lighting shows on a buildings whole height can inform tenants as well as satisfy any advertising requirements. Video wall content varies. Some of the LED video walls are used as digital billboards, others combine branding and commercials with video art. Building owners benefit from media facades as they attract a lot of attention and give an additional return.

At present tens of skyscrapers around the globe have LED video walls or so called media facades. Most of them are in New York City’s Times Square. Quickly, this revolutionary invention moved on to the megalopolises of Asia and Europe. The EKTA Company has developed its own model of LED media facades. It is a tile designed on the basis of EKTA’s creative LED WOWstrip elements, which excel similar products of the world’s leading manufacturers in some characteristics.